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3 elements every small business website needs

3 elements every small business website needs

Posted 04th June, 2019 by William

If you own a small business, or are thinking of taking the first steps into entrepreneurship, there are several aspects to consider if you want to ensure your company’s success. Budget, marketing and product range are all essential – but your website is of particular importance.

Your website will form the core of your business and may generate a large portion of your sales. However, it has to be fully optimised to deliver the best results. There are several key sections you’ll need to include, such as an ‘About’ page as well as a fully-stocked company blog.

In this post, we’ll discuss some of the elements every small business site needs. We'll also explain why sections like these are so important for a successful website.

Why a fully optimised website is important

It’s fair to say that most successful businesses have a website. A good website comprises everything a visitor needs to know about a company, which includes your product range and any essential purchasing information.

Your website is also likely to be the first interaction a potential customer has with your business, so it’s important to make a good impression. In fact, 40 per cent of users will stop engaging of users will stop engaging with your brand if they find your website to be ‘shabby’.

Design typically plays a large role in creating a strong user experience, though the actual sections you decide to include on your site will also contribute. 44 per cent of website visitors will leave a company’s website if there are no contact details, while 86 per cent of visitors want detailed information about products.

As these statistics suggest, not including essential elements could lead to a pretty high bounce rate. Your bounce rate refers to the number of people who exit your site after only viewing the landing page. A high rate means people aren’t engaging with your brand online and could indicate that something is missing.

3 elements every small business website needs

In short, users know what they want and will look elsewhere if you fail to meet their demands. With that in mind, here are the three essential elements every small business website should have:

1. An informative and engaging company blog

With so many tasks to consider, it’s likely that creating more work for yourself is the last thing you want to do. However, sometimes you need to put in the extra hours to deliver optimal results. As such, including a company blog is essential:

Company  Blog

According to research by HubSpot, active company blogs generate 67 per cent more leads than websites without blogs. This is because users tend to use search engines like Google to find answers to their queries.

Try carrying out some industry research, and identifying the things that get your audience talking using Google Trends. You can then begin to create content you know your target market will be interested in – and searching for.

In fact, websites with a blog tend to have 434 per cent more indexed pages. In addition to boosting visibility, a company blog will also increase the likelihood of conversions. An engaging post about one of your products may peak a visitor’s interest, encouraging them to hit ‘Add to Cart’.

2. User testimonials that demonstrate the quality of your service

If you offer services on your site, it’s likely that you have descriptions of those services packed full of exciting buzzwords about why your brand is the best. While these may be factual, service descriptions alone aren’t always the most effective approach.

Put simply, this is because people tend not to trust businesses. In fact, 35 per cent of shoppers say they’re less likely to make a purchase if no reviews are available. Plus, 85 per cent of buyers are more likely to trust a recommendation from past customers.

For this reason, user testimonials are essential for any business website. Testimonials are reviews left by customers after they’ve made a purchase. Displaying feedback left by previous buyers is a great way to show that the claims you make about your products are authentic:

Testimonials

Fortunately, adding testimonials to your site is simple. For sites built with WordPress, plugins such as Strong Testimonials are particularly effective. However, online services like Feefo and Trustpilot are also solid options for those who use other platforms.

3. An ‘About’ page that introduces your business to visitors

Every company has a story of how it came to be as well as a vibrant individual or team behind it. Although you may not initially think so, including this information on your site is incredibly important to consumers.

About  Us

Research carried out by KoMarketing found that 52 per cent of people want business websites to include an ‘About Us’ section, and may look elsewhere if this demand isn’t met. However, as with any area of your site, this page needs to be fully optimised.

First, include any basic details about your company – including name, address and the year you started operating. You can then begin to flesh out the page with your company’s mission and any important goals or values you hold.

This is especially important as 73 per cent of people care about the company, and not just the product, when making a purchase. Adding this information to your site will help potential customers get a feel for who you are and how you operate.

Conclusion

Your website is one of the most essential elements of your business, so it’s important to make sure it’s fully optimized for success. Failing to provide certain elements is likely to leave users with a negative impression of your site.

In this post, we’ve explored three of the essential sections every small business website needs to include:

  • An informative and engaging company blog.
  • User testimonials to demonstrate the quality of your service.
  • An ‘About’ page that introduces your business to visitors.

Categories: WordPress, Tips, Blogging, Marketing, Small Businesses

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